A STUDY OF FACTORS RELATED TO USER’S CONTINUANCE INTENTION OF INTERACTION WITH VIRTUAL ASSISTANTS

Abstract

This scientific investigation attempts to study the factors that would impact the user’s continuance intention of interaction with bots. The study adopts an integrated model and studies technology Interface related variables wherein one set of factors are related to the AI product (a. Ease of use, b. Engagement, c. Utility factor) and the other set of factors are related to the user (a. familiarity with Virtual assistants and technology, b. Amount of trust related to data privacy and c. Personality traits of the user). The study borrows from a number of theoretical constructs while attempting to build a framework of factors related to the usage of virtual assistants. The main theories that it builds its edifice of the proposed model are – 1) The expectation conformation theory (ECT) 2) The technology acceptance model ( TAM) 3) The five-factor personality trait model To find the predictors of the dependent variable (Continuance intention of interaction with virtual assistants) a causal survey-based design would be adopted. A dual approach was used to collect data. Quantitative data were collected with the help of a structured survey ( Likert style) questionnaires. One standardized questionnaire was used which was adapted for the Indian context and the reliability and validity was calculated. Qualitative data was collected through interviews of respondents belonging to different demographic backgrounds of a convenient sample. The quantitative data were subjected to bivariate and regression analysis and qualitative data was subjected to content analysis. The results indicate that continuance intention of users to interact with virtual assistants is dependent upon three factors 1) Ease of Use 2) User’s Familiarity of technology 3) Personality trait of openness to experience. The study would have implications for marketers as well as academicians.